体育用品上市公司产品战略转型影响因素的实证研究——基于2008—2015年面板数据

发布时间：2018-02-28 00:20

本文关键词： 体育用品战略转型经济周期产品结构运营能力企业绩效　出处：《北京体育大学学报》2017年05期 　论文类型：期刊论文

【摘要】：依据企业战略转型理论,采用多元回归数理统计方法,对2008—2015年间安踏、特步、匹克、361°4家体育用品上市公司产品战略转型的影响因素与企业经营绩效之间的关系进行了实证研究。研究结果表明:毛利率对体育用品上市公司的经营绩效水平具有显著的正向作用;产品研发投入比、广告及宣传投入比、存货周转率对改善体育用品上市公司的绩效水平具有正向作用,但作用不显著;主营业务贡献率对体育用品上市公司的绩效水平具有显著的负向作用。根据研究,分析了4家体育用品上市公司在产品研发投入、产品组合结构以及产品运营效率等方面存在的问题,并据此提出未来体育用品企业产品战略转型的方向与对策。旨在为未来中国体育用品企业产品转型升级以及战略转型提供理论依据和有参考价值的建议。
[Abstract]:According to the theory of strategic transformation of enterprises, using the method of multiple regression mathematical statistics, Anta, especially from 2008 to 2015, An empirical study was carried out on the relationship between the factors influencing the strategic transformation of sports products and the operating performance of the four sports goods listed companies. The results showed that the gross profit margin had a positive effect on the operating performance of the sports goods listed companies. There is a significant positive effect; The R & D investment ratio, advertising and publicity investment ratio and inventory turnover ratio have positive effects on improving the performance level of the listed companies of sporting goods, but the effect is not significant. The contribution rate of the main business has a significant negative effect on the performance level of the listed sports goods companies. According to the research, the paper analyzes the investment of the four listed companies in the product research and development. Problems in product mix structure and operational efficiency, On the basis of this, the paper puts forward the direction and countermeasures of the strategic transformation of sports goods enterprises in the future, aiming at providing theoretical basis and valuable suggestions for the transformation and upgrading of products and strategic transformation of Chinese sporting goods enterprises in the future.
【作者单位】：北京体育大学管理学院;
【基金】：中央高校基本科研业务费资助项目(项目编号:2016BS032)
【分类号】：G80-05

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